The Emotional Expedition — A Free Workbook for Transformative Travel Marketing
This free workbook from Jaunt Content Marketing helps tour operators and expedition companies shift their marketing from logistics (features) to the deep human desires (transformation) that actually drive a booking.
Inside, you’ll find hands-on exercises to:
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Define your brand’s emotional “why” — and turn it into a positioning statement (e.g., “We bring people to wonder” instead of “We offer guided expeditions”)
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Map the six core emotional themes — Anticipation, Transformation, Belonging, Relief, and more — across every stage of the customer journey, from Dreaming to Return
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Rewrite features as feeling — using sensory storytelling to turn “ocean view rooms” into “the sound of waves will wake you before your alarm ever does”
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Swap places for faces — pairing every landscape shot with an image of a traveler feeling the emotion you’re selling
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A/B test emotion vs. logistics — three ready-to-run test concepts for headlines, email, and paid social
👉 Download the free workbook at: https://mailchi.mp/deafd88c7dc8/emotional
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Hi all, Cathy here, founder of Jaunt Content Marketing (jauntcm.com). I've been in content marketing since 1998, leading programs for brands like Disney, Four Seasons, TCS World Travel, National Geographic Expeditions, and Hurtigruten Voyages.
This free workbook is a strategic guide for travel brands ready to move beyond selling itineraries and start marketing meaning. Rooted in the belief that travelers choose experiences based on emotion, not logistics, it helps expedition and discovery-focused brands articulate their deeper purpose and communicate it clearly.
This workbook turns that thinking into exercises tour operators can run themselves. Happy to chat!